TL;DR
280
unique live Meta ads censused; 112 running ≥90 days
96
creatives in the swipe gallery; 63 coded on 5 dimensions
8
competitor brand programs pulled (hooks, top ads, email archives)
58
of our own campaigns analyzed for angle resonance
$1.04
our cost per 10g protein — beats every coffee-first rival (Javvy $2.00)
91d
median run of GLP-1 ads — highest of any theme, at 1% in-category share
The play in one line. The category sells taste + energy + convenience (table stakes), its most durable ads sell coffee-shop economics, its evergreen proof is anti-whey digestion — and its buyers increasingly live in GLP-1 communities where protein coffee is breakfast. Nobody runs muscle-preservation in-category (1% share, top persistence) and nobody owns masculine-ancestral. That two-sided whitespace — ancestral identity wrapped around a protein-when-appetite-is-low payoff — is ours, subject to the §8 gates.
- Angle D moves up: from flagship-contingent to the highest-conviction lane (§1, §2, §9).
- A vs B is untestable from history — zero campaigns ever used either framing; the launch itself is the A/B (§9).
- Our money math is protein-per-dollar, never per-cup — we're premium per serving (§7).
- Timing is real: Everyday Dose entered protein coffee days before the pull; Starbucks mainstreamed the category (§6).
- Copy killers on file: no drug names, no "lactose-free", no "nothing artificial", 24g not 22g (§8).
1 · Angle scoreboard — the four angles vs. the data
A · Ancestral Fuel whitespace confirmed
- 8% ad share in the proffee ring; 32% in the beef ring — imported voice, empty in-category.
- Identity terms ("beef protein coffee") = zero search volume. "Ancestral" is the story; beef protein is the demand (27,916/mo cluster) — label brief §1.
- In-market receipts: Equip "ancestral health goals" (125d), Ancient + Brave (204d), ape_nutrition heritage flat-lays (median 307d).
- Never tested on our list. Gate: grass-fed substantiation before on-pack.
B · Clean Energy, No Crash table stakes
- 2nd-biggest census theme (22–23%), 89d median persistence — proven demand, crowded voice.
- The upgrade masters' core: RYZE/Everyday Dose evergreens run 176–280d; "Tired of the coffee crash? I was too. At 40…" (Not Coffee, 377d active).
- Never tested on our list. Role: the daily payoff under A, not the spine.
C · Protein Your Gut Won't Fight evergreen proof
- The beef ring's forever-ad: ape_nutrition's bloat hook at 423–486 days; Carnivor's whole account is the whey-switch (300d); Onyst 386d; Lean Lattes 411d active.
- VOC: "doesn't make me feel bloated…like whey protein does" (AN reviews).
- On our list: opens +0.35pp but fatigued — last 3 BSO sends −0.31 to −0.34pp CTR. Weave it; don't build an 8-send spine on it.
- Gate: "no whey, no bloat" ✅ — "lactose-free/dairy-free" ⛔ (buttermilk).
D · Defend the Muscle (GLP-1 era) highest conviction claim-gated
- 1% share inside proffee vs 91d median persistence corpus-wide — under-supplied and durable.
- "20–50% of Ozempic loss is muscle" ads run 200–415d across 4+ advertisers; Javvy already fields a GLP-1 hook.
- The proffee buyer is this person: densest Reddit chatter in r/Zepbound, r/mounjarouk, r/gastricsleeve; GLP-1 use ~11% of US adults (PDG).
- Proven on our list: best rev/recipient ($0.189); full-list D promos = only above-median CTR cell (+0.20pp).
- Gate: never name the drugs; muscle claims wait on the amino profile (§8).
Role shift vs July: all four angles survive contact with live data, but D moves up — census persistence + our own revenue data + where the buyers congregate make it the strongest opportunity. A stays the voice, B the payoff, C the proof. The A-vs-B question gets settled by the launch sequence, not more research.
2 · Ad census — Sep 2026, 280 unique ads
7 keyword corpora scraped from the Meta Ad Library (US, Sep 2) → 280 unique after dedupe. Multi-label coding, same style as the July 244-creative baseline — shares sum >100%. Hover any bar for n + persistence.
Share of 280 censused ads carrying each theme. Median run 63 days; max 1,564. Gray = unmatched by any trigger. Source: census.json.
Median days running of ads carrying each theme — persistence is the winner proxy (Meta hides spend). GLP-1/longevity leads at 91 days on just 9% share.
Proffee ring only, July proposal scrape vs Sep re-audit. † = the Sep pass used narrower trigger nets for convenience/satiety — compare rank order, not point deltas.
- Structure confirmed: taste + energy dominate; ancestral (8%) and GLP-1 (1%) stay near-empty in-category.
- Ring texture: upgrade masters (mushroom, n=40) run taste 80% / energy 72% / convenience 62% simultaneously; beef ring = ancestral 32% / gut 30%; bone-broth ring = ancestral 50% / taste 36%; problem-led feeds = GLP-1 42%.
3 · Hooks & phrasings — the swipe library
Competitor language with persistence receipts + real customer phrasings. Green = competitor ad copy (quoted as theirs). Blue = customer verbatim. Gate = can our copy run this mechanism (per §8)?
MECHANISM 1Coffee-shop economicsthe category's most durable copy · rework
"Still spending $6/day on iced coffee that leaves you wired and hungry? Swap the syrupy drinks for Javvy. You'll feel full, focused & fabulous."
"Fuel your mornings, boost your mood, and save while you sip… 20g of protein, 2 shots of espresso."
"180 calorie protein coffee instead of a 600+ calorie Starbucks frappe." · "Sam's club will routinely have the 15pk on sale for $23."
Rework: we're premium per-cup ($2.50 vs Javvy $2.00) — our math is protein-per-dollar ($1.04/10g vs their $2.00, §7) or the Starbucks comparison. Never a per-cup price war.
MECHANISM 2Anti-whey digestion switchthe beef ring's evergreen · usable
"Ever feel bloated after a protein shake?… Whey protein can be hard to digest."
"Millions… made the switch from whey & dairy proteins to CARNIVOR Beef Protein Isolate!" · "avoid stomach discomfort caused by lactose"
"This doesn't make me feel bloated or overly full like whey protein does." · "if you mix Whey with hot water it denatures and makes a gritty powder."
Gate: "no whey, no bloat" ✅ approved. "Lactose-free"/"dairy-free" ⛔ (buttermilk, ~1g lactose) — the one part of Carnivor's play we can't copy.
MECHANISM 3Protein when appetite is low (GLP-1 reality)open in-category · blocked as-is → rework
"Ozempic works, but 20–50% of weight loss is muscle. Is this $1/day solution better?"
"When appetite drops on GLP-1s, getting enough nutrition can feel harder than it should."
"Breakfast: Proffee… with my protein coffee I'm already hitting 58 grams." · "I use my proffees to get me through the afternoon without grazing until dinner."
Why blocked as-is: every competitor line names the drug — for us that's drug-interaction framing. Compliant frame: appetite / satiety / "supports muscle maintenance during calorie restriction" — and muscle language additionally waits on the amino gate (§8).
MECHANISM 4Ancestral identity / source purityour voice, thin supply · usable
"Beef isolate that aligns with your ancestral health goals." · "Ours comes from U.S. grass fed beef for a complete clean source."
"100% Grass Fed Bone Broth Protein… made from real beef bones — not hides."
Gate: pure BFS voice and confirmed whitespace — but "grass-fed" needs substantiation docs before on-pack, and A carries identity, not SEO (§4).
MECHANISM 5Coffee-upgrade mechanicsRYZE / Everyday Dose playbook · usable
"Will it make you feel wired and jittery?" · "If your face is puffy in the morning, you've got love handles that won't budge…"
"Do not buy Rise Mushroom Coffee."
"Protein keeps hunger at bay by stabilizing your appetite, while caffeine naturally curbs cravings."
The objection trifecta every winning cup must answer (VOC across all four brands): ① sweetener aftertaste — "taste like aspartame…diet soda" (Javvy), "stevia aftertaste that is too much" (AN) · ② chalk/clumps — "gritty," "get a frother" (Javvy), "sticky balls forming in the shaker" (Carnivor) · ③ tastes-like-the-source — "mixing with only water you'll notice the taste of bone broth" (AN), "not coffee — a vaguely-coffee-flavored protein shake" (Carnivor). The formula was engineered against exactly these three; the approved answers already exist in §8. Robusta taste risk stands — blind taste test before lock.
4 · Keywords — where the demand actually is
Monthly US Amazon exact-match (Jungle Scout pulls, Apr + Jul 2026; later verified pulls supersede proposal estimates). Red = our lane; gray = reference/moat.
Sources: protein-coffee-competitive-analysis.md §4 (Apr 2026) + ancestral-coffee-label-brief.md §1 verified pull (Jul 2026) + proposals/_research CSVs — product-dev-bot repo.
- The fight is with Javy (~200k+/mo brand cluster), not Premier/Alani — comparison traffic beats a generic land-grab. Don't fight the 116k head term in month 1 (6–9 months to rank).
- The beef-protein cluster (27,916/mo) is our demand pool — and it has no coffee option in it. Amazon title targets: "protein coffee powder" (19,086) + "coffee protein powder" (15,894); lead format modifier: "protein iced coffee" (3,843, flagged GAP).
- GLP-1 demand verified: ~2,200/mo across "protein shakes for glp1 users" + "glp1 protein powder".
- Bone broth (50,668/mo) is a trap as identity — Paleovalley alone pulls 25,745 branded searches; backend + bullets only. Our mocha catches "bone broth hot chocolate" (4,222).
Two warnings. ① The USP doc's "no sucralose" wedge + its gap keyword are dead for R1 — this formula contains sucralose (that wedge belonged to the earlier whey concept). ② Slate (+103% MoM keyword growth) is retail-first with ~1 active ad — a shelf threat, not a DTC benchmark.
5 · Imagery — what 63 coded creatives say
Median days running by visual pattern, 63 individually viewed creatives (24 longevity winners + 40 longest-running with media). Source: imagery.md.
- Faces outlast everything — the corpus's 3 oldest ads (1,564d / 782d / 659d) are all talking heads; two wear medical dress. Authority-coded faces > plain faces.
- Two visual economies, no middle: phone-shot UGC / real-moment photography, or a fully designed price-card (bag + benefit headline + slashed price). Pretty lifestyle photo + paragraph of copy is absent from the top of the ranking.
- Problem-led ads never lead with the pack — 16 of 18 in the bloat/GLP-1 ring open on a plate or a face + one curiosity line.
- Text restraint wins: zero-overlay images median 219d vs 169d with caption bars.
- Zero photographic before/afters anywhere. Transformation is sold in words over product/face imagery; RYZE's line-art silhouette is the only compliant body visual (175d).
Fit with the label brief's hero direction (ancestral-coffee-label-brief.md §6): the market independently validates it — dark heritage-premium pack as the darkest object in a warm morning-kitchen frame, a credible 40+ face doing the talking, "beef has to read instantly" — and its avoid-list (no beauty pastels, no bodybuilder chrome, no raw meat, no gym/biceps implying gated claims) matches what persists: zero physique photography among 63 winners.
6 · The competitor machine
US TikTok Shop monthly revenue (Kalodata 30-day windows: proffee Apr 2026, beef/broth Jun 2026). TikTok Shop is where the category clears volume; real-creator UGC wins it — zero AI creative among winners.
Javvy — the discount-drop machine
- 65%-off limited flavor every ~2 weeks; 3–5 day NEW → LAST CALL arc.
- 6.8 emails/week, every send duplicated across two domains.
- Manufactured demand proof: "You email us. You DM us. Some of you have actual calendar reminders set."
- Satellite advertorial pages ("Best Coffee Recipes" quiz ad, 474d — the category's oldest live ad).
Chike — the no-discount tease
- 27 of 40 archive emails carry no promotion; urgency comes from dated early access ("Be the first to shop on March 26th", "returns 8/18").
- Retail-sighting emails (Whole Foods, Sprouts) + trust badges every send (20g protein, "Loved by 2,500,000+").
- 429-day evergreen ad; 1,024-day TikTok ad still running.
Tactics worth testing — what other brands actually do
Mechanics observed in the census and brand pulls, scored for whether we should run one in this campaign. "Steal" = run it as-is. "Adapt" = the mechanic works, our version differs. "Skip" = proven for them, wrong for us.
| Tactic | Who runs it | The receipt | Verdict for our launch |
|---|---|---|---|
| Symptom-specific landing pages — one page per complaint (/cortisol, /gut-health, /adhd) instead of one PDP | Everyday Dose | Their core PDP runs 79 days / 864 ad usages; the symptom pages carry another 500+ between them | steal Build 2: one "protein when appetite is low," one "protein that won't bloat you." Cheap, and it splits our two strongest angles cleanly |
| Question-form objection hooks — "Will it make you feel wired and jittery?" | Everyday Dose | Top hook in their rotation | steal Ours writes itself: "Will it taste like beef?" — the objection our VOC says every buyer has |
| One evergreen master copy under many creatives | RYZE, Everyday Dose | RYZE's master copy fills 9 of its top 10 slots (147–213 days); ED's runs 280d | steal Write one paragraph that never changes, rotate the creative around it. Cuts creative cost and is how both mushroom brands scale |
| Negation / reverse-psychology hook — "Do not buy Rise Mushroom Coffee." | RYZE | Repeat-used hook in their live set | adapt Test one variant only ("Don't buy this coffee if you like your mornings empty") — on-brand ceiling is low, curiosity is high |
| Usage prescription — tell them exactly what to put it in | Paleovalley ("chocolate in your coffee, vanilla in your smoothie") | 411-day BOGO evergreen; the bone-broth ring's #1 seller | steal Inverse for us: we ARE the coffee. Prescribe the ritual — hot, iced, with what, at what hour |
| Dated early access, near-zero discounting | Chike (27 of 40 archive emails carry no promo) | 429-day evergreen ad; 1,024-day TikTok ad still live | steal Already in our reveal: "it opens Friday." Cheapest urgency there is and it protects margin |
| Trust badges on every send — "20g protein · Loved by 2,500,000+" | Chike | Present in every archived email | adapt We have no review count yet. Ship the spec strip (24g · no whey · 14 servings) now, add social proof after launch |
| Flavor-drop cadence — a new limited flavor every ~2 weeks at 65% off | Javvy | 6.8 emails/week; NEW→LAST CALL in 3–5 days, on repeat | skip now Needs a flavor pipeline we don't have. Note it as the 2027 retention engine |
| Satellite advertorial page — ads run from a non-brand page ("Best Coffee Recipes" quiz) | Javvy | 474 days — the oldest live ad in the entire category | adapt Paid-media play, not email. Hand to the ads team: a quiz/advertorial front door outlives brand-page creative by design |
| Fake-mistake / apology sale hooks — "Someone at Everyday Dose is definitely getting fired for this" | Everyday Dose, RYZE ("WE LIED (SORRY.)" text card, 150d) | Live in both rotations | skip Apology framing cost us 18 deliverability points, and manufactured mistakes fail our own-tests rule |
| "Did you buy off Amazon?" win-back | Everyday Dose | Live hook in their set | adapt Not for launch — but a real post-launch play once we're on Amazon |
| GLP-1 trend-jack — muscle-loss framing aimed at the appetite-suppressed buyer | Equip (×4 variants), plus a 200–415-day ring across 4+ advertisers | The most persistent angle in the whole census | steal, reworded Our highest-conviction lane — but never name a drug (§8). "Protein when appetite is low" carries it |
| FSA/HSA pre-tax reframe — "use tax-free dollars, save 30–40%" | Naked Nutrition (×4) | Underused by everyone else in the category | adapt Worth a single test send post-launch; sidesteps discount-war optics entirely |
| Creator army over hero spot — 300+ affiliate creators, zero AI creative | Paleovalley (311 creators), Naked (~35 whitelisted) | Category leaders on TikTok Shop; real faces everywhere | steal Faces outlast packs (202d vs 183d median). Brief creators before launch, not after |
| Free-gift choice mechanic — "choose your free gifts / reveal your mystery gift" | RYZE, BUBS, Ancient Nutrition | Standing mechanic across all three programs | adapt Candidate for the arc's missing Beat 4 (hidden benefits) — a gift before the ask, which our calendar currently has no slot for |
| Deep discount to a tiny qualified list | Us, three launches running | $1.90–$3.94 per recipient (vs $0.29 median launch day) | steal from ourselves The single highest-ROI mechanic in our own record, and the offer-depth decision should include it |
Two patterns nobody in the category runs — and both are ours if we want them: a masked-codename teaser (we did it once with "HEBE" for the NR launch and never again) and a printable ritual card (the category sells powder; nobody sells the morning as a practice). Neither is proven; both are cheap tests.
Timing pressure, three signals: ① Everyday Dose launched a protein-coffee PDP into its ad rotation 3 days before this pull (32 ad usages already) on top of its symptom-PDP funnel machine · ② Starbucks went all-in Sept 29, 2025 (Protein Lattes 27–36g/grande) and now runs paid protein-coffee TikTok creative (9.9M views) · ③ first "the boom won't last" takes appeared Aug 2026 — peaking-mainstream, not early. Counter-signal: Carnivor Coffee, the only direct beef-coffee rival, has zero Reddit mentions in the entire pullpush archive despite the best $/protein — the lane is contestable.
7 · Price position — the honest math
Dollars per 10g protein, DTC one-time prices, Sep 3 2026 (brand PDPs; Amazon where DTC unavailable). Ours planned: $34.95 / 14 servings / 24g / ~120mg caffeine.
| Product | $/serving | Protein | $/10g | Caffeine | Source |
|---|---|---|---|---|---|
| Ancestral Coffee (ours, planned) | $2.50 | 24g | $1.04 | ~120mg | R1 sheet |
| Javvy Protein Coffee | $2.00 | 10g | $2.00 | 80mg | PDP |
| Everyday Dose Protein Coffee+ | $2.00 | 10g whey | $2.00 | 90mg | PDP |
| Chike High Protein Iced Coffee | $3.21 | 20g | $1.61 | 150mg | PDP |
| Super Coffee Protein+ RTD | $3.08 | 25g | $1.23 | 80mg | PDP |
| RYZE Mushroom Coffee | $1.50 | 0g | n/a | ~48mg | PDP |
| Paleovalley Bone Broth Protein | $2.00 | 13–15g | $1.43 | 0 | PDP |
| Equip Prime Protein | $2.13 | 21g | $1.02 | 0* | PDP |
| MuscleMeds Carnivor Coffee 4lb | $1.16 | 23g | $0.50 | 160mg | M&S |
| Within You Steak Shake | $2.30 | 27g | $0.85 | n/s | PDP |
Read: premium per-cup, near-best per-protein among coffee products. Only the two beef products undercut us — Carnivor (no social proof, "harsh/meaty" complaints, creatine baggage) and Steak Shake (not a coffee). The defensible money story: most protein per dollar of any real coffee. *Equip's Iced Coffee flavor caffeine unstated.
The product — R1 formula (label-facing)
The locked "Proffee Makila R1" composition the research serves. Mocha protein coffee · 38.45g serving × 14 servings · ~24g protein · ~120mg caffeine · $34.95. Sourcing and costs withheld (internal). Every claim implication lives in §8.
| Ingredient | Per serving | Role |
|---|---|---|
| Beef protein isolate (grass-fed*, ~90%) | 20 g | The protein workhorse (~18g protein) — amino-profile gate open (§8) |
| Beef bone broth protein concentrate (~90%) | 5.28 g | The heritage line (~4.8g, collagen-type) |
| Buttermilk powder | 3 g | Creaminess · Contains: Milk (~0.9g complete protein) |
| Freeze-dried Robusta coffee | 2.7 g | Real coffee — ~120mg caffeine combined; Robusta taste test pending |
| Instant coffee (spray-dried) | 0.5 g | |
| Allulose | 2 g | Sweetness system — panel-truthful line: "1g added sugar." Sucralose bans every "nothing artificial" claim (§8) |
| Lucuma powder | 1 g | |
| Cane sugar | 1 g | |
| Sucralose | 0.02 g | |
| Stevia (Reb M) | 0.02 g | |
| Cocoa powder (natural) | 1 g | Mocha flavor only — no functional claim |
| Sunflower lecithin | 0.6 g | Mix + taste system: "mixes smooth, no frother"; bitter-blocker smooths the Robusta edge; vitamin C ≈50mg (>50% DV) |
| Vanilla extract powder | 0.5 g | |
| Natural bitter-blocker | 0.4 g | |
| Himalayan pink salt | 0.3 g | |
| Xanthan gum · Vitamin C | 0.08 · 0.05 g | |
| Total | 38.45 g | × 14 servings = 538.3g pouch |
~24g
protein per cup (18 + 4.8 + 0.9) — front-of-pack number pending PDCAAS ruling
~120mg
caffeine — a real cup, "clean lift," never ergogenic
1g
added sugar — the honest sweetness line
$1.04
per 10g protein at $34.95/14 — the §7 money story
- Truthful absence claims: no whey, no soy, no seed oils. Not dairy-free (buttermilk), not "all-natural" (sucralose).
- *"Grass-fed" awaits substantiation docs before on-pack (§8).
- Open formula gates: amino-acid profile (pivotal) · Prop 65 assays · blind taste test on the Robusta base.
8 · Claim gates — what copy may and may not say
✅ Approved (label brief, Jul 31 2026)
- Lead claim: "24g of grass-fed beef & bone broth protein to support steady energy, satiety, and gut & joint health — no whey, no bloat."
- Approved support lines exist verbatim in the brief ("Real coffee. Real beef protein. One cup." / "Protein your stomach won't fight." / "Mixes smooth. No frother, no clumps." / "Rich mocha, not meaty." / "Clean energy. No crash.").
- Truthful absence claims: no whey, no soy, no seed oils.
- GLP-1-adjacent safe phrasing: "supports muscle maintenance during calorie restriction"; joints only as support/maintain.
- Use 24g everywhere — July's 22–23g figures are superseded.
- FDA disclaimer mandatory on all ads, PDPs, creator briefs.
⛔ Banned / gated
- "Builds muscle" / "complete protein" / "all nine essential amino acids" — amino-profile question still open
- Naming GLP-1 drugs in product context (drug-interaction framing) — every competitor hook in §3-M3 is the unsafe version
- "Dairy-free" / "lactose-free" (buttermilk, ~1g lactose)
- "No artificial sweeteners" / "nothing artificial" / "clean ingredients" — sucralose + 1g cane sugar; honest line = the panel's "1g added sugar"
- "Gluten-free" (unsubstantiated) · "keto"/"carnivore approved" as certified · any disease claim · "Carnivor(e)" naming (trademark) · branded-commodity ingredients
- Open gates before copy locks: PDCAAS counsel ruling for front-of-pack "24 G" · amino-acid profile · grass-fed docs · Prop 65 assays · blind taste test (Robusta)
9 · Our list — 12 months of Klaviyo evidence
Full send-by-send launch history — every arc since Longevity Coffee, with the hosted emails and blog links: bfs-launch-history.vercel.app. Summary: 596 campaigns pulled (Sep '25–Aug '26); baseline = 128 mature sends ≥10k delivered (median open 43.2%, CTR 0.90%); 58 coffee-adjacent sends classified. Email only, aggregates only.
Median CTR delta vs account median, by tested angle family × send type. A (ancestral) and B (clean energy): zero campaigns in 12 months — untestable from history.
$0.189
D-family revenue per recipient — best tested cell (C $0.140, cocoa $0.141)
0
campaigns ever sent on ancestral or clean-energy framing — the launch is the A/B
3 of 5
top CTR slots were product/flavor REVEALS — reveals out-click essays in every family
- D is the house's proven play — CTR parity at 40-send scale, best revenue, only above-median promo cell (+0.20pp).
- C spikes then fatigues — BSO's last three sends ran −0.31 to −0.34pp. Weave gut in; don't build a long spine on it.
- Product-as-hero was the weakest tested frame (Sleepy Cocoa content −0.23pp) — the angle must carry the coffee, not vice versa.
10 · Open items & owned-research inventory
- Formula gates (carry-over): amino-acid profile (pivotal) · PDCAAS ruling · grass-fed docs · Prop 65 assays · blind taste test · bone-broth vendor/PO still open on the R1 sheet.
- July's 3 draft hooks exist (proposal §12.2 — ancestral / problem-reframe / anti-whey) but carry the superseded 22g and predate the sucralose + GLP-1 gates — raw material, not approved copy.
- Portfolio decision on record: 4 overlapping coffee proposals; recommendation = Ancestral Coffee + creamer as SKU #2 (~90 days later); formally kill/merge "Proffee" and collagen-coffee. Creamer doesn't cannibalize; a beef-based creamer variant would.
- VOC thinnest for Carnivor Coffee (hosts block scraping; Reddit empty — itself a finding); Ancient Nutrition's Café Mocha appears gone from DTC.
- Deliberately out of scope: campaign copy, E1–E7 mapping, and the send calendar (separate doc, kept research-free).
11 · Method & sources
| Lane | What ran | Where the receipts live |
|---|---|---|
| Meta census | 7 keyword scrapes (public Ad Library, US, Sep 2) → 280 unique; multi-label coding + ring segmentation; top-24 dashboard in ads-system | census.json · merged-corpus.json · swipe gallery |
| TrendTrack | 8 brand programs, 7 sweeps, 6 email archives, demography, TikTok library — 924 of 1,500 budgeted credits (4,762 remain this month) | trendtrack/findings.md + 70 JSON pulls |
| Klaviyo (ours) | 596 campaigns pulled, 128 baselined, 58 classified; A/B variations summed; SMS excluded (bot clicks) | klaviyo/resonance.md · campaigns.json |
| Imagery | 63 creatives individually viewed, coded on 5 dimensions | meta/imagery.md + exemplar refs |
| Web VOC/pricing | Review themes ×4 brands · 10-product price table · demand press scan · 17 customer verbatims | web/voc-pricing.md — every row carries its URL |
| Owned research | product-dev-bot extraction: July 244-ad baseline, keyword intelligence, label-brief claims + hero direction, beef/broth strategy reports, USP doc (whey-concept caveats flagged), creamer cannibalization | mining/ — 9 files, cited to repo paths |
Completeness gates met: 280 ads (≥150) · 112 ≥90d (≥40) · 63 creatives (≥60) · 8+ hooks per Tier-1 brand except Chike (hooks endpoint empty — covered via top-ads + 40 emails) · 200 competitor emails (≥10/brand) · 30+ keywords · 58 own campaigns (≥10). Known limits: census = substring triggers (rank order comparable to July, not point deltas) · keyword corpora include feed noise (Other = 35%) · TrendTrack has no performance metrics (persistence is the proxy) · videos coded by thumbnail · Javvy demography is EU/UK reach only. Key external sources: CNBC · Starbucks · Fortune BI · GlobalData · Food Institute · Perfect Daily Grind · Trustpilot · RedditRecs.